Three issues shaping the future of mobile advertising

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Mobile Ads: Three issues shaping the future of mobile advertising
Regina Goh

Brand marketers today aren’t afraid to make a strong push for mobile investment, and many are making the bold first steps to experiment with different mobile campaigns. As the importance of mobile ads increases, a number of key issues will arise, impacting how brands continue to approach this young and growing platform. Let’s take a look.

1. A growing focus on consumer experience

Mobile advertisers have been able to leverage data to target the most relevant audiences at the best times of day. You might be able to reach one million people from your target audience, but engaging creative ads that focus on the consumer experience and appeal to audiences is what will push them across the line.

In line with this trend, rich media ads will become an even more important focus for brands in Southeast Asia. These ads could contain videos, images or other interactive elements that drive stronger user responses through better engagement.

And we can thank the arrival of HTML5 for the ease of creating rich media ads. HTML5 has the ability to support different types of files online without additional software, making it easy for marketers to create more engaging online ads. This has had a positive impact on mobile and digital advertising, as brand marketers have realised there are fun and interactive ways of advertising that other ad platforms like print and out-of-home can’t provide. To drive the best results, marketers will invest significantly in this direction to produce the best creative.

2. Targeting at scale

The evolving mobile ecosystem has opened doors to a new market of mobile users – people using feature phones.

In the past, feature phones haven’t been targeted in the same way by creatives in the way smart phones have. However, with most feature phones running on Android, it makes for a much more powerful device that remains equally affordable for a large market.

Brands can now target a larger scale audience – both smart and feature phone users – with similar, high quality mobile ads. This opens up massive opportunities to developing markets such as Indonesia, the Philippines and Thailand.

3.Better Measurement to determine sales impact

The ROI of advertisements has always been a pain point. But as the adtech and digital advertising landscape continues to progress, we are getting closer to reaching audiences at the right moment in the purchasing funnel and measuring the correlation between ads and purchases.

Brand marketers will increasingly focus on developing ways to measure success and drive traceable results closer to the point of sale – for example, measuring footfall and knowing whether a consumer walks into the store after seeing a certain ad. This intelligence can then be used to better target and devise future campaigns to derive stronger sales impact.

Focusing on creating engaging ads that appeal to consumers, tapping into opportunities with wider targeting and keeping a close watch on the evolution of mobile ad measurement, will help brands and advertisers get the most out of their mobile advertising investments.

Need help or advice on your ad targeting and measurement? Contact us for a chat by emailing hello@blis.com and we’ll be in touch soon.

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Regina Goh Regina Goh is the Managing Director, Asia at Blis. She oversees business in Asia, managing expansion and propelling the sales and operations teams toward continuous profitable growth in the region.With 16 years of experience in the mobile and digital consumer business, Regina has worked in global digital and mobile advertising companies, including InMobi, RealNetworks and Millennial Media.

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Question 1: How long have you been at RSi and what is your role?
For the past three years, I have been responsible for creating and scaling Ansa, a web-based solution from RSi – Retail Solutions, Inc., that has enabled over 75 of the world’s largest CPG companies and their agencies to build, measure and maximize the performance of their shopper marketing campaigns running in support of the nation’s leading retailers. I am responsible for all aspects of business development, partner and agency relationships and the overall revenue growth of Ansa.

Question 2: How does RSi help solve marketer challenges?
Shopper marketers’ biggest challenge is to connect their online campaigns to in-store results. RSi’s Ansa solution provides the intelligence they need, based on daily, store-level POS-data from the largest US retailers in order to plan, target, and measure the impact of their shopper marketing campaigns. Retail Solutions Inc. has partnered with the leading ad networks in Shopper Marketing, such as Blis, to make Ansa’s automated analytics available for the world’s largest CPG companies and their agencies. To measure and maximize their digital ad campaigns, all they need to do is ask for Ansa inside their next campaign.

Question 3: What benefits does the partnership with Blis bring to buyers as well as the adtech ecosystem?
With RSi’s Ansa solution, building, dynamically optimizing, and reviewing attribution measures for every digital ad campaign has never been so simple. Here is how it works:
1. STORE-LEVEL TARGETING: automatically get from Ansa your store targeting data as store addresses, lat/longs or by Ansa Digital ZIPs to identify stores with the greatest sales potential prior to launching hyper-local media.
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3. MEASUREMENT & INSIGHTS: get access via the online portal to end of campaign analysis just days after the media campaign is over. Visualizations give you a standardized set of analytics, such as sales lift, incremental dollars and units, confidence level, weekly lift, characteristics of high performing stores, etc. Prove and improve your media to help you fine-tune strategies for your future campaigns.

Question 4: What are use cases for the Blis + RSi partnership? (Please provide a few examples from different verticals).
If you are a shopper marketer, maximizing your budgets, understanding performance of your marketing tactics and generating key learnings from those marketing tactics are tasks that are essential to your business.

Running a digital marketing campaign with Blis, and Ansa’s daily, store-level sales intelligence helps make that extremely for the CPG community and shopper marketers specifically.

For existing products, Blis campaigns using Ansa targeting can reach a targeting efficiency of 2:1 vs. campaigns that do not use Ansa store-level targeting thereby ensuring that every dollar is spent driving sales to your most important retailer locations.

Blis campaigns optimized with Ansa typically identify and heavy up investment around 16% of stores that are trending significantly ahead of the average store during a campaign and identify and decrease investment around 14% of stores that are trending significantly behind the average store, therefore ensuring that your budget is being optimized surrounding stores that are over-performing during a given campaign.

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Question 5: What shopper marketing measurement trends do you predict for 2018?
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(Other than this blog post of course!)

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Our mobile devices give us more than just a way to call or text friends and family: Today, they are our maps, books, radios, and miniature shopping malls. We turn to them for news, entertainment and answers. And from dawn till dusk, we keep them at our sides like our most faithful companions.

So it’s no wonder mobile devices have become integral to an advertiser’s ability to reach their ideal audiences at every stage of the sales funnel. Here’s how brands can employ effective mobile advertising strategies to acquire, engage and retain customers.

Win Over New Customers

One of the best ways for advertisers to identify new audiences is to see where they shop. But without access to a competitor’s first-party purchase data or information about their website traffic, how can advertisers find this out?

Mobile devices provide the answer. By revealing where consumers go, mobile location data can tell brands which consumers spend their time browsing similar products at a competitor’s store. Let’s say Target wants to reach out to consumers who usually shop at Walmart. They can use location data to identify—then target—those who frequently visit the competitor yet still live near a Target store.

But brands need to be careful before jumping to conclusions about consumers. Real-time location data provides important insights, but they can be strengthened when paired with historical location data.

For example, just because someone visits a high-end boutique like Chanel, it doesn’t mean that person has the budget to shop there—they could just be browsing. How can an upscale fashion brand find out which of those Chanel visitors are actually potential shoppers? Here, historical location data can help. It can reveal, for instance, which of those visitors go to private airports a few times a month or regularly visit Giorgio Armani or Versace stores. Chances are, these consumers will be a better bet for the fashion brand seeking to acquire new customers.

Keep Them Interested

What’s the first thing you do when you wake up in the morning? For most of us, it’s look at our phones to turn off our alarms before checking the weather and scrolling through our Twitter feeds. And throughout the day, we continue to stare down into the faces of our mobile devices: checking the news on the train, sending an email between meetings, or watching videos from our living room sofas.

In order to engage consumers on the devices we use day in and day out, advertisers will need to serve ads that make sense for the consumer depending on where they are during the day. To do this, advertisers must first ask the question: What do consumers want to see on their mobile devices and when? Consumers spend a third of their time online watching videos, for instance, but they aren’t going to watch a 30-second video ad while walking down the street.

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Inspire Loyalty

How can brands make sure they retain the new and existing customers they’ve worked so hard to gain? They must first recognize and show appreciation for their most loyal customers.

Most advertisers identify loyal customers by looking at newsletter subscriptions and online purchase histories, but they may be missing other valuable customers who prefer to shop in stores. By identifying devices that frequently visit a brand’s store location, advertisers can make sure they are recognizing—and thanking—all their biggest fans. When an existing customer comes into a store a certain number of times, for example, advertisers can deliver a thank-you message—perhaps offering the loyal customer a generous coupon to redeem in-store.

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Following its decision to buy e-commerce company Jet.com last year, Walmart recently agreed to acquire Bonobos, a retailer with a strong online presence and generous shipping policies. If these moves weren’t sign enough that the physical and digital retail worlds are merging, Amazon’s acquisition of Whole Foods is the ultimate wake-up call.

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Sometimes, targeting consumers when they are walking by a store may be a little too late. A QSR wanting to boost its 10 am breakfast crowd, for instance, may want to target consumers when they wake up around 7a and begin planning their day. Otherwise, the consumer has most likely already made their breakfast choice.

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Tune in next week to read all about how mobile is fast becoming the extension of a retailer’s store.

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